This product image provided by Kimberly Clark Corp., shows Cottonelle toilet paper with roll covers. AP Photo/Kimberly Clark Corp.
Are you ready to “Respect the Roll?”
Kimberly-Clark is looking to shake up the toilet-paper accessory category with toilet roll covers from designer Jonathan Adler.
To boost awareness about a new formulation of its Cottonelle toilet paper that it says is 30 percent stronger, Kimberly-Clark Inc. decided to forgo traditional advertising. Instead, it’s offering limited-edition boxes to hide your backup rolls. Who knew you needed such a thing?
It’s the latest effort by consumer product makers to spice up stagnant categories with eye-catching design. In 2010, Kotex introduced the “U by Kotex” line of pads and tampons with neon packaging and pad carriers designed by stylist Patricia Fields, for example.
Allen Adamson, managing director of global branding firm Landor in New York, said Target Corp. has successfully brought design to a lot of consumer product categories with such lines as the housewares rethought by renowned industrial designer Michael Graves.
But it’s new for toilet paper.
“It’s just surprising when design finally meets toilet paper — that’s sort of the final frontier,” Adamson said.
Even though it’s a $10 billion industry, according to Nielsen, most people don’t pay attention to which toilet paper roll they buy — or they stay loyal to one brand for decades.
“Consumers shop on autopilot and shop quite a bit on deal,” in the toilet-paper aisle, admitted Kurt Simon, brand director for Cottonelle. “They tune out when they go into the aisle. And, largely speaking, they tune out (toilet paper) advertising as well.”
Adler created covers in three bright, geometric patterns. Known for bold colors and pop graphics, he has designed everything from home furnishings to hotels and currently operates 16 of his own stores.
You can read the full article via ArtDaily here.
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